Litmus open rates in email analytics

Email Analytics uses a 1x1 tracking pixel, similar to how most ESPs provide open rate metrics. Every time this pixel is loaded, we detect an open for your email.

Tracking code activity

Once the tracking code is included in your email, opens are recorded. This includes previewing it in your ESP or a local browser, the tracking code records those as opens. We recommend clearing the tracking code data before your final send to ensure these opens don't appear.

Total opens

Email Analytics reports opens as total opens, not unique opens. Multiple opens by the same subscriber will be collected. Multiple opens may be collected if that subscriber reloaded images in a preview pane and later in a full browser view.

Email service providers frequently provide a unique open report since they have access to your subscriber information.

ESP processes

We may report a higher number of total opens than your ESP or mailing provider. This is due to differences in how Litmus tracks opens compared to other providers. Some ESPs run queries behind their tracking data to analyze their tracking pixel loads and will discard any that appear to be multiples, for example if more than 4 hits are recorded in less that one second. This method is to counteract proxy opens that some inbox providers use to speed email loading. Litmus does not discard any loads of our tracking pixel.

Shared, posted, or reused

If an email that contains a tracking code has been shared, posted to a website, shared on social media or in a blog, Litmus will also continue to collect opens when images are loaded in these situations.

If a tracking code was used in more than one email, or is part of an email template that has been reused, Litmus will record all those opens.